Quality score is determined by the expected clickthrough rate, ad relevance, and the landing page experience among others factors. There are many reasons why keywords can have a low-quality score, sometimes even if they’re relevant and have a good click-through rate. The quality score should come as a warning that shows how healthy your ads and keywords are. Consider reviewing the ad copy to improve the relevancy between your keywords, ad, and landing page.
You can also make sure that:
- Your landing page content matches the keywords you are bidding for. It’s easy to navigate your page.
- Your website is mobile-friendly.
- You provide useful, original content.
Learn more about how to optimize your ads and landing pages.